Презентація на тему:
Antique

Investigating Business Retention and Expansion among Antique Retailers in Tourist Destinations Regions Christopher M. Sieverdes, Clemson University; Sharon K. Strouse, The Ohio State University Assisted by Ute Sybille Hecht, Clemson University

Sample/Methods 32 mail surveys completed Ohio (10) - South Carolina (22) 18 non-responses, after multiple contacts Storefront retail business with address listing Currently in business Located in a tourist destination region (Heritage Area)

Retail 27% Wholesale 12% Dealer 23% Non-Dealer 2% Tie to other business 10% Estate Sales, Auction Consignment 7 + Description of the Antique Business

Furniture, clocks, large items, carpets, rugs 19 Small items, china, novelty, silver, pictures 13 Type of Antique Merchandise Sold

Ownership of Antique Business: Single Family Owner/Operator 23 72% Separate Owner/Operator 1 3% Partnership 6 19% Other 2 6%

Years in Business: 1-4 years 6 19% 5-7 years 10 31% 8-15 years 8 25% 16 + years 8 25%

Years of Experience in Antique Business: 1-8 years 8 25% 9-15 years 8 25% 16-20 years 8 25% 21 + 8 25%

Percentage Local & Regional Sales Under 34% 11 38% 34-66 13 45% Over 66% 8 17%

Percentage of In-State Sales Under 34% 18 62% 34-66 9 31% Over 66% 3 7% Percentage of Out-of-State Sales Under 34% 20 69% 34-66 8 28% Over 66% 1 3%

Highest Sales Day Saturday 30-60% of all weekly sales 86% Less than 30% 14% Next highest sales day: Friday – 5-40% of all sales

Frequency of Sign Change: Weekly or Monthly 5 19% Quarterly 4 15% Once a Year 6 23% 2+ Years 3 12% Never 8 31%

Importance of Location of Antique Business (3 Factors Rated) Be in center of action, high traffic area 23 (79%) Very Important Be clustered with other antique retailers/dealers 10 (39%) Very Important Be a “One of a Kind.” Few retailers/dealers near 5 (19%) Very Important

Expectation of Demand Change Expect increase 19 66% Stay the same 9 31% Decrease 1 3%

Special or Unique about Products or Services Specialized items 9 35% Large variety, large inventory 7 27% Customer service, integrity 5 19% Quality product 5 19%

Peak Business Season Fall & Spring 29% Fall 21% Summer & Fall 14% Winter 14% Summer 11% Christmas & Summer 11%

Peak Reason Tourist Season 62% Travel 39%

Most Successful Means of Attracting Customers to Establishment Factors Ranked First by Category Location and signage 13 45% Word of Mouth, repeat customers, honesty integrity 15 52% Attractive storefront, interior, layout 5 16% Related business 3 10% Newspaper ads, inserts 2 7% Special pricing, special promotions 1 3% Communication with target audience 2 7% Tie to community events, festivals, carnivals, sports 0 0%

Problems indicated with Public Services and Employee Training Needs Minimal concerns related to public services such as public safety, zoning, EMS/hospital, building inspection reported Some concern about Water/sewer service (n=3) Too high traffic volume (n=3) Lack of chamber support (n=4)

Success Factors Cited: Customer Service 11 (41%) Quality Products 7 (26%) Location, traffic Flow 3 (9%) Price Value Marketing 2 (6%) Variety Merchandise 2 (6%) Economy Strength 1 (4%) Favorable Business Hours 1 (4%)

Advice from Antique Retailers: Start small 24% Build knowledge, pricing, quality 12% Reduce financial burden 8% Research marketing base, plan 20% Focus on customer service, integrity, dependable hours 12% Do not expect to get rich 24%

Summary of Findings: No difference in size/scope between Ohio and South Carolina antique retailers Focus of sales on Friday & Saturday Lack of employees Lack of training (skills, hospitality industry) Community services – nothing identified as a barrier to operations (building codes, zoning ordinances, etc.) Lack of understanding/ identification of antique retail business terms (dealer, non-dealer, wholesaling, web-based retail, etc.)

Red Flag Issues Lack of communication and connectivity to chamber/community - identified by owners as a weakness. Lack of perceived need for local/regional advertising and communication. Lack of dependability regarding storefront business hours/days of week. Lack of business diversification related to technology.

Implications Product Customer Relations Location Independence

Investigating Business Retention and Expansion among Antique Retailers in Tourist Destinations Regions Christopher M. Sieverdes Clemson University csvrds@clemson.edu Sharon K. Strouse The Ohio State University Strouse.1@osu.edu Assisted by Ute Sybille Hecht Clemson University uhecht@clemson.edu